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Despite the rise of on-demand services, almost three-quarters of consumers of OTT and live services watch the majority of programmes on a TV set, with 73% deeming live coverage important according to survey conducted on behalf of Nevion.

And while the survey from the virtualised media production solutions provider confirmed the TV set’s pre-eminence in TV viewing, it also showed that only a fifth (20%) regularly view content on their laptop and also found that 65% of viewers favour paid-for services and pay-TV platforms.

When looking at viewing habits, Nevion discovered that the most popular time for viewing media is in the evening (71%), with only 8% saying they watch TV in the morning and just 3% saying they do so on their commute. More than half of viewers (57%) said they were being driven to watch content live due to social media and word of mouth making it increasingly difficult to avoid spoilers.

“Despite the rise of on-demand services, live content is still favoured by the majority of people with 73% of our sample deeming live coverage important,” said Olivier Suard, vice president of marketing, Nevion. “With so many still using their televisions to view this content and with avoiding spoilers being a major concern, it is clear that TV viewing is still often seen as an event. People want to sit down and watch it on a big screen and dedicate real time to it, rather than watching on their phone while they’re on the go.

“We can see that the majority of individuals are willing to pay for good content with free-to-air TV the first choice for only 10% of viewers,” added Suard. “All this emphasises the importance of producing ever more compelling live content, but more cost effectively. It proves higher-definition production isn’t being wasted on small screens as most people watch content on a TV, where it is best displayed - regardless of whether the connection is cable, digital TV or OTT. As broadcasters and content providers look to meet the demands of a growth in content, we are seeing increasing adoption of IP in production and Nevion is pleased to have been at the forefront of helping broadcasters make that move.”